Uplift
Positive
Outlook

Amidst the unsettling atmosphere of the COVID-19 alert level three, society experienced a sense of restlessness. As Taiwan's leading supermarket chain, PX Mart found itself intimately linked to the pulse of the people and directly impacted by the pandemic's reverberations. Seeking to leverage its brand influence to uplift spirits, the concept of 'PX Mart's Aesthetic of Home Economy' began to take shape. Recognizing widespread discontent about constrained living and limited physical activity during lockdown, PX Mart set out to alter this perception by highlighting the positives of home-bound life. Instead of dwelling on restrictions, they encouraged a different perspective. Staying at home meant enhanced safety and newfound opportunities. The time saved from commuting during remote work translated into more sleep and quality time with family. This paradigm shift aimed to redefine how people viewed their lives during the pandemic, emphasizing the potential value of these experiences in hindsight. Embracing the new normal of home-bound living, PX Mart produced eight short advertisements to exemplify how individuals could still enjoy life while at home. Upholding the 'Aesthetic of Home Economy,' PX Mart and the production team pioneered the concept of 'Action from Home,' a fully remote commercial film shoot to avoid physical gatherings, aligning with the spirit of home quarantine. This innovative approach not only garnered a 700% surge in positive reviews but also significantly reduced shooting equipment expenses by up to 60% for the client.

Responsibilities: Front-end strategy positioning, concept proposals, script execution, and copywriting.